Made in the Upstate: Color Imperial Paints environmentally friendly

Wednesday

Dec 25, 2013 at 8:24 PM

Julian Crawford's paint company is a breath of fresh air. The noxious vapors typically associated with paint manufacturing operations are nonexistent at the Imperial Paints LLC's production plant and headquarters at 2994 Fairforest-Clevedale Road.

By TREVOR ANDERSONtrevor.anderson@shj.com

Julian Crawford's paint company is a breath of fresh air.The noxious vapors typically associated with paint manufacturing operations are nonexistent at the Imperial Paints LLC's production plant and headquarters at 2994 Fairforest-Clevedale Road.A softer aroma—somewhere between a crayon and a washable marker—hangs in the air. Employees can smile and speak to each other because there's no need for them to wear breathing masks or respirators."The world is becoming more aware of our impact on the environment," said Crawford, CEO of Imperial Paints. "There is a growing global market for products that are environmentally safe, but don't compromise quality. That's where we come in."Imperial Paints was established two years ago, when Crawford and a group of investors decided to purchase the North American business of United Kingdom-based Ecos Paints, which came to Spartanburg County in 2009.The company has gradually expanded its range of nontoxic paint products made from a proprietary formula that uses food-grade products and other ingredients not typically found in paints. Its collections include Lullaby Paints, Lullaby Paints Chalkboard Paint, Clinical Paints, Air Pure Paints, Ecos Paints and Wood Shield."We did some diligence (before buying the company) and determined that the formulations were superior to anything else on the market," said Crawford, originally from Birmingham, England. "I'm very enthusiastic about our products because of their quality and the fact that they're safe. That's why I was interested initially. I felt it would be something I'd be pleased to sell and proud to represent."The company's formula was developed 25 years ago by a British paint chemist who had a chemical sensitivity, Crawford said.He said most other products on the market are traditional paints that have been modified to meet the minimum standard for VOCs.According to the U.S. Environmental Protection Agency, VOCs are gases containing a variety of chemicals that can cause short- and long-term adverse health effects. The ones found in paint can cause irritation of the eyes, nose and throat, as well as headaches, a loss of coordination and nausea. More serious effects include damage to the liver, kidneys and central nervous system.Concentrations of many VOCs are up to 10 times higher indoors than outdoors, according to the EPA.Crawford said that even after paint dries it can still emit VOCs for three to five years. He referenced a Harvard University study that linked the inhalation of glycol and VOCs found in paints to asthma and allergies in children."They're finding that there is a huge causal relationship," Crawford said. "It's not genetic. It's environmental. … We have a lot of people write to us and tell us that they've never been able to paint, because their bodies just won't let them. But they're able to paint using our products, and they don't even have to wear a mask."Crawford said Imperial Paints' products cost the same as other premium paints on the market. Most of the company's lines, however, provide coverage that is more than double other premium products."We're similarly priced to premium quality paints in terms of cost. But if you look at per square footage, we're really much less," he said. "We can provide coverage with one coat, versus two or three with other brands."A good deal of Imperial Paints' business is online, although its brands are becoming available at a growing number of small retailers. The company's portfolio covers indoor and outdoor paints and primers, masonry paints, finishes, varnishes and stains. It also has a wide color pallet, and customers can even send in samples for the company to match.Imperial Paints has eight employees. The 15,000-square-foot operation near the Fairforest community is shipping out orders across the globe. Its products aren't considered caustic so the company can mail orders via the U.S. Postal Service.Crawford said the company's business grew eightfold in 2013, and he anticipates even further growth in the coming year.The company has signed an agreement with buybuy Baby to sell its Lullaby brand in stores starting in 2014. In May, Crawford attended the National Hardware Show and was approached about the possibility of adding the line to Amazon.com.A few of its products have been used in painting projects at Mary Black Memorial Hospital, the Peace Center in Greenville, the Atlanta Medical Center and other local schools and buildings.Crawford said projects can be completed on a shorter time frame because painters don't have to wait for the fumes to clear. Painting can be done while schools are in session and companies are conducting their daily business. Imperial Paints' products are approved by the Juvenile Products Manufacturers Association, he said.The company has no plans to leave its facility or the county anytime soon, Crawford said. The facility has good access to Interstates 85 and 26, as well as other resources for shipping."We love Spartanburg," Crawford said. "We anticipate steady growth, new opportunities and increased visibility in the market. We're very excited to be where we are."For more information, visit: www.imperialpaintsllc.com.